Governor Kim Reynolds has unveiled a new logo and slogan for the state of Iowa. Governor Reynolds calls it a “brand mark.” It features IOWA in big blue capital letters. The O is filled in with yellow to depict the sun, green to signify the landscape and a white winding road. Three words — FREEDOM TO FLOURISH — are printed below.

Last fall, the state hired FleishmanHillard, a public relations agency based in Kansas City, to work on a unified state brand.

Some state agencies began using this new logo yesterday (Tuesday) and others will as old stationary is used up and new letterhead is ordered. The current design for signs at 68 different locations along Iowa’s border crossings was unveiled at the 1999 Iowa State Fair by Governor Tom Vilsack. They say: “The People of Iowa Welcome You” at the top. There’ a sunrise and a green swoosh to symbolize the horizon in the middle along with the words: “Iowa” and “Fields of Opportunities.” In 1970, Governor Robert Ray unveiled the “Iowa: A Place to Grow” slogan along with a clover leaf symbol that Ray said depicted growth in all directions.

Kay Henderson, Radio Iowa